Celebrity Cruises

Strategy: Holly Zeng, Christina Li, CW: Caylie Poola, AD: Sav Gilbert, Yi Lu, AE: Ella Nasca.

Celebrity Cruises wants to introduce their European cruises to U.S. travelers through partnerships with local agencies.

The main challenges are consumer concerns about extra airline costs and the belief that a cruise isn’t as immersive as exploring Europe by land.

This project aims to show how easy and worthwhile it is to book a luxury cruise through local agencies using social media and email campaigns.

We’ll also highlight the unique experiences cruises offer, especially for Gen Z and Millennials who value work-life balance. These travelers prefer a more relaxed trip with less planning but still want to experience new cultures

We’ve also conducted comprehensive market research using both qualitative and quantitative methods, which will serve as valuable reference material moving forward. This research was recognized as the Best Research Study at AdLab 2023, the largest student-run agency.